Dear other Formula One public relations departments:
If you are looking for some direction for how to approach new media... if you are looking for what fans want... if you are looking for someone to copy... if you are looking for a way to run a low-cost, fan-friendly PR strategy... if you want to have people to actually care about what you are doing...
Then follow the leader. Williams F1 is the gold standard.
I've always have had a soft spot in my heart for Williams. If I had any team that I wanted USF1 to be modeled after, it would be Williams. Williams have never been some publicity stunt for a manufacturer who wants to blow several billion dollars. They've never been some play thing for of a megalomaniac billionaire who wants to look cool. From top to bottom, they live to race and win. Simple as that.
This is also reflected in their media and public relations strategy as well. I commented last year that Williams F1 have the best new media presentation in the paddock. What I didn't come up in the article is why I like everything they do. It dawned on me during the Valencia test last week. Sorry if this sounds obvious, but it is something that we forget.
They're genuine fans as well.
It hit me as I was following with glee Claire Williams' tweets from Valencia. That whole test was wonderful to follow on twitter but her tweets stood out in particular. There was an excitement from her that was endearing. Photos were flying out of her camera-phone and into her twitpics account. There were photos of Rubens, the Hulk, the car, the behind the paddock scenes, and even of other teams that were testing. It was an infectious sense of excitement that is impossible to describe without giggling a bit and getting a broad smile on your face.
It's something that has been missing out of the pitlane for too many years. There was a time where drivers weren't trained PR monkey's, where team personnel could have cup of tea with each other, and there was a sense that people genuinely loved to be there. It is something that I thought died when the corporate PR hot-shots came in and snuffed all the personality out of the sport. However, my hope are renewed.
So bravo Claire and thank you. First it was the blogs, then the in-house podcast, videos, website, and now the tweeting? I'm floored. Once again you've amazed me with the smart, professional, and personal way you and the whole Williams F1 team have communicated with us mere fans.
Comments